CxO Talk, my new talk show with co-host Vala Afshar, debuted with a conversation on marketing and influence with author and investor Guy Kawasaki. Guy's most recent book, titled APE: Author, Publisher, Entrepreneur, is a practical handbook for self-publishing a book and using social media to get the word out and sell copies.
CxO Talk is a weekly show that explores the CIO/CMO relationship through conversations with thought leaders, practitioners, and others with strong and important voices.
Although APE's purpose is bringing advantage to authors by disrupting the traditional publishing model, the book expresses an underlying philosophy of personal and brand influence. This approach to influence relies on the power of social media to "democratize" (that's Guy's word) access to buyers in a way that was not previously possible.
Historically, media such as television and newspapers favored large organizations and well-known brands, simply because of cost. If you wanted to get the word out on a mass scale, you bought expensive advertising and hoped for the best. Although companies such as Nielsen continue to help brands understand the impact of their investment in advertising, mass media remains a shotgun approach.
In contrast, this segment of CxO Talk discusses how to gain maximum benefit from social media, spread the net of influence, track results, and gain influence in ways that were not possible in the past.
Here is the video replay of CxO Talk, episode 1: